Targeting success with Variable Data Printing - VDP

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 It has been estimated that 61% of respondents preferred direct marketing as the preferred method of communication by customers (infoTrends). With that in mind, a key component to the marketing mix today must be to leverage direct response initiatives to enable marketers to personalize their communications, track effectiveness and optimize programs as needed. Use these tips and your technology to track marketing Returns on Investment (ROI) while reaching customers and potential customers on a more personal level.

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 It is important to know what can be achieved combining this medium with VDP:

  • Using VDP to see sales increase by 81%*
  • Experience order sizes that increase by 25%**
  • Repeat orders increase by 50%***
  • Generating Returns on Investment (ROI) by 270%****

There are basically four forms of VDP Printing which include:

  •  Customization
  • One-to-one marketing
  • Personalized publishing
  • Variable information

So where can VDP be used in your business?

  • Business correspondence
  • Custom Publications
  • Event Tickets, such as sport event, theater, music festivals, etc.
  • Multichannel marketing campaigns
  • TransPromo
  • Etc. – The “sky” is unlimited and open to your imagination!

There are three main levels of VDP printing:

  • The salutation changes on each piece
  • Content varies by region or target market – both text and graphics changes
  • Full personalization on each piece with text and graphics changing from piece to piece.

VDP Printing is a direct outcome of digital printing which can change the image on each printed piece. The ability to offer VDP printing increases the value of the printed piece
to the marketer.

There are two levels or modes of VDP printing:

  • Send the “document” template and the variable information to the RIP (Raster Image Processor), which then combines the two pieces to produce each unique document, which is then sent to the digital press.
  • Combine the static and variable elements prior to printing using specialized VDP software then send to the digital press.

The bottom line is that creative and print providers that offer VDP-enabled solutions can help their customers produce more effective and profitable communications campaigns. Take time to educate your customers on this technology and how it can make a difference for them. It can be through these value-added services, that long-term strategic partnerships are formed, as well as points of differentiation.

      * Source: Adobe, Pantone case Study. 
    ** Source: Personalized & Database Printing: The Complete Guide. 
  *** Source: Personalized & Database Printing: The Complete Guide. 
**** Source: PODi case study.

Contact us:  PrintersPlaybook@ipaper.com

"Did You Know" Tips provided by Jim Kohler for International Paper and Printer's Playbook™.

 

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